The Point

JULY 27, 2021

Choosing the right target accounts is a blend of art and science: “Art” in the sense of sales goals, wish lists, or personal connections (the “rolodex factor”), “Science” in the sense of intent data, lookalike analysis, and proven engagement. Photo by Ricardo Arce on Unsplash.

Demand Generation 351

Demand Generation Ideal Customer Profiles Account Based Marketing ABM 351

The Point

JANUARY 19, 2021

B2B doesn’t have to be boring – more brands will adopt personalization and playfulness to connect with buyers.” – Sandi, Group Account Director. “I Statistics show that video content will account for 82% of total internet traffic by 2022 (Facebook and LinkedIn being the top two platforms for video marketing, now ahead of YouTube).

Demand Generation Agencies 147

Demand Generation Agencies Demand Generation Demand Lead Ranking 147

The Point

MAY 19, 2020

Modern, best-in-class lead nurture programs focus less on automation, and more on leveraging intent data, AI, social engagement, Web behavior and a host of other variables in order to deliver their messages – through a variety of channels – to the right person at the right time. How does your current lead nurturing.

Lead Nurturing 299

Lead Nurturing Class Budget Programs Lead Scoring 299

The Point

DECEMBER 13, 2019

The demand for better attribution will also pressure the big ad platforms – Google, Bing, Facebook, LinkedIn – to create more robust reporting options. My personal demand gen predictions? – Ashley Kennedy, Digital Media Director. – Gina Miller, Vice President Client Services & Technology.

Demand 222

Demand Ideal Customer Profiles Demand Generation Agencies Account Based Marketing 222

The Point

JULY 30, 2019

A recent video making the rounds on LinkedIn asked: “ Is Demand Generation Losing its Effectiveness ?” (The answer provided was: yes.). If “demand generation” means no more than a LinkedIn ad and a handful of leads purchased through content syndication , then yes: demand generation will continue to disappoint. All of which is true.

Demand Generation Agencies 140

Demand Generation Agencies Demand Generation Account Based Marketing ABM 140

The Point

JULY 17, 2017

IMPACT : Use ABM strategies to deliver personalized, relevant content to specific buying roles within large accounts. IMPACT : Use retargeting ads not only to generate net new leads, but also to maintain awareness throughout the buying cycle; expand lead nurturing “beyond the inbox” to include ads on platforms like LinkedIn.

Paid Search Agency 241

Paid Search Agency Demand Marketing Automation Services Peer-to-peer 241

The Point

MARCH 7, 2019

More broadly, however, it’s online media that are being implemented alongside email, particularly channels like LinkedIn, Facebook, Google and programmatic platforms like ListenLoop through which companies can target online ads to members of a specific email list. These have particular application in lead nurturing and customer marketing. (DGR)

Deliverability 150

Deliverability Account Based Marketing ABM Demand Generation Agencies 150

The Point

APRIL 26, 2018

Two, since the buying process involves many more people, you can’t just retarget the one person who was on a webpage. Between DSPs, DMPs, site personalization engines, marketing automation systems and CRMs, marketers now have access to platforms that can take in massive amounts of data and then action off that data in an automated fashion.

Intent Data 209

Intent Data Intent Bombora Account Based Marketing 209

The Point

APRIL 22, 2020

I posted recently on LinkedIn that, in the current climate, leads from content syndication and other CPL programs may be an ideal replacement for lost trade shows and other events, and indeed can be an effective way to stay engaged in the marketplace at a time when many buyers are laying low.

Lead Scoring 162

Lead Scoring Lead Ranking CPL Cost per Lead 162

The Point

JANUARY 17, 2019

It ensures that every lead gets a prompt, personalized response, regardless of sales bandwidth, and the resulting engagement with that first touch (or lack of engagement) gives the SDR more information with which to prioritize human follow-up.

Sales Qualified Leads 168

Sales Qualified Leads Tips Lead Nurturing Multi-Channel 168

The Point

JANUARY 24, 2017

Offer opportunities to sign up for a personalized demo. LinkedIn Ads – Place sponsored updates on LinkedIn using a custom image with an emphasis on speaking slots, demos, networking events, and specific, compelling reasons to drop by the booth.

Trade Show 100

Trade Show Traffic Demand Creativity 100

The Point

JUNE 8, 2016

It’s now possible to schedule personalized direct mail drops – through technologies like PrintingForLess – directly into your nurture stream. Cross-pollination is the key – a simple word change in a LinkedIn ad, if successful, could drive increased click-through rates from your email campaign, and vice-versa.

Lead Nurturing 100

Lead Nurturing Sales Qualified Leads Account Based Marketing Leads 100

The Point

JUNE 26, 2013

Some would argue: no, especially if those who register are net new leads, where the real value is simply getting the person to sign up in the first place. Tests show that successfully getting the registrant to add the event to his/her personal calendar increases attendance rates dramatically. Add More Detail. Add Social links.

Webinar Metrics 100

Webinar Metrics B2B Thought Leadership Lead Nurturing Telemarketing 100

The Point

SEPTEMBER 19, 2018

You’ll learn how to get noticed, how to work as part of a team, and yes: how to deal with a wide range of personalities. No matter what happens next, just having that skill set, that certification, that familiarity, that comfort level with specific technologies will open doors, get you noticed on LinkedIn, and put you in front of the queue.

Demand Generation Agencies 165

Demand Generation Agencies Paid Search Agency Advertising Agencies Work Management 165

The Point

APRIL 19, 2017

Personally, I’ve seen some white papers continue to generate leads year after year with only minor updates. Also, certain lead generation channels – notably native advertising like LinkedIn Sponsored Updates – need to be refreshed more quickly. Are the topics and stats current—no more than a year or so old?

Top of Funnel 214

Top of Funnel Demand Generation Agencies Demand Generation Paper 214

The Point

OCTOBER 25, 2017

That is to say: you have to deliver the right message to the right person at the right time, namely a time when that message resonates with a particular business pain or need. Think Google AdWords, paid social advertising on LinkedIn and Facebook, Content Syndication , account-targeted display ads.

Account Based Marketing 127

Account Based Marketing Demand Generation Agencies ABM Paid Social Agency 127

The Point

MARCH 25, 2016

Try sending last-minute reminders in the form of “forwarded” emails from the assigned sales representative, including the contact’s first name and a personal note (e.g. Use LinkedIn Sponsored Updates and LinkedIn Text Ads to target specific demographics in advance of the Webinar.

Webinar Metrics 100

Webinar Metrics SEM Marketo Marketing Automation Services 100

The Point

APRIL 26, 2017

For a more detailed recounting of those early events, read this great article on LinkedIn by Sandra Freeman.). The solution being preached at the conference was for personal, relevant, authentic messages. The event has transformed since 2009, when the customer party fit (literally) onto a suburban restaurant patio. BDR spam, anyone?).

Marketo 154

Marketo Account Based Marketing Advertising Agencies Paid Search Agency 154

The Point

NOVEMBER 20, 2015

. – Paid social advertising on LinkedIn, Facebook, and Twitter, via “custom audiences”. – Real-time Web personalization to deliver account-specific or industry-specific content on campaign-specific landing pages or on the advertiser’s main Website.

Account Based Marketing 100

Account Based Marketing ABM Paid Search Agency Marketing Strategy 100

The Point

MARCH 29, 2012

If you post blog content to your Facebook or LinkedIn or Google Plus page, add those also. You can also be notified of new posts by following us on LinkedIn or Facebook.”. My personal view is that the icons have become so commonplace that many readers don’t even notice them. Offer downloadable content.

RSS 100

RSS Paper Case Study Case Studies 100

The Point

JANUARY 19, 2016

As just one example of where automating sales emails had far from the intended effect, take this recent rant posted on LinkedIn: “As if spray-and-pray emails from marketing automation wasn’t bad enough … now we have BDR follow-up email spam. It requires the right message delivered to the right person at the right time.

Marketing Automation Services 80

Marketing Automation Services Marketing Management Software Copywriting 80

The Point

DECEMBER 6, 2010

How to Answer a Question: 5 Tips for Making the Most of LinkedIn. Instead, write the title with Google in mind – that is, imagine that the person is seeing no more than a search result, with no other context – not who you are as the author, what your blog is about, or the content of the actual post. If not, you still have work to do.

Lead Gen 100

Lead Gen Webinar Metrics Salesforce.com Eloqua 100

The Point

JUNE 20, 2011

Have that person answer 3-4 questions via email but present it as an interview. question you’ve heard from a customer or potential customer, or a question you see online (good online sources for questions are LinkedIn , Focus.com , and Quora.) Q&A – choose a common, intriguing or stupid (!)

Webcast 100

Webcast Opinions Thought Leadership Paper 100

The Point

FEBRUARY 4, 2013

Also, my personal observation is that reported benchmarks for basic email metrics like open rates, click rates, and conversion rates are usually far higher than the norm. This mirrors what our agency is seeing with the growing success of channels like Promoted Tweets.

Advertising Benchmark 100

Advertising Benchmark Paid Search Agency Marketing Report Demand Generation Agencies 100